• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>European Journal of Business and Management >The Role of Brand Personality Congruity (BPC) on Brand Loyalty Mediated by Customer Value and Brand Trust (Study on Blackberry Smartphone Users)
【24h】

The Role of Brand Personality Congruity (BPC) on Brand Loyalty Mediated by Customer Value and Brand Trust (Study on Blackberry Smartphone Users)

机译：客户价值和品牌信任度介导的品牌个性一致性（BPC）在品牌忠诚度上的作用（关于Blackberry智能手机用户的研究）

获取原文
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

Building strong brand loyalty in the tight competitive business world is critical. Yet, when the competitiveness of a firm only focuses on product performance, particularly for products which have similar attributes, due to technology advancement and human resource development it makes brand performance is more difficult to be distinguished. Strong brand is built based on psychological values of the customers; however, research on this topic is still few, particularly in Indonesia context. Motivation is encouraged by the willingness to self-express so that a brand has symbolic function. Strong brand personality is not yet sufficient to build brand loyalty; thus, it needs a congruity between brand personality and consumer personality. This research aims to develop the relationship between brand personality congruity (BPC) and brand loyalty through customer value and brand trust as the mediating variables. It takes 307 college students who have Blackberry smart phone in Malang as the research sample. The sampling technique used non-probability, particularly purposive sampling technique. The data are then analyzed by using GSCA analysis method. The results show that Brand Personality Congruity(BPC) do not have significant effect on brand loyalty; but, BPC has significant effect if it is mediated by customer value and brand trust . The practical implication of this research is as the source of information for marketing managers in implementing marketing strategy, especially segmentation and positioning strategies to build brand loyalty through symbolic value of the brand on the psychological aspects. Keywords: Brand personality congruity, value, trust, GSCA
机译：在竞争激烈的商业环境中建立强大的品牌忠诚度至关重要。然而，当公司的竞争力仅集中于产品性能时，特别是对于具有相似属性的产品，由于技术的进步和人力资源的发展，这使得品牌性能更难以区分。强大的品牌是建立在顾客心理价值之上的;但是，关于这一主题的研究仍然很少，尤其是在印度尼西亚。自我表达的意愿激励了人们的积极性，使品牌具有象征性的功能。强大的品牌个性尚不足以建立品牌忠诚度;因此，它需要品牌个性和消费者个性之间的一致性。本研究旨在通过顾客价值和品牌信任作为中介变量来发展品牌个性一致性（BPC）和品牌忠诚度之间的关系。该研究以307名在玛琅拥有黑莓智能手机的大学生为研究样本。采样技术使用了非概率，特别是有目的的采样技术。然后使用GSCA分析方法分析数据。结果表明，品牌个性一致性（BPC）对品牌忠诚度影响不显着。但是，如果BPC受客户价值和品牌信任的影响，它会产生重大影响。该研究的实际意义是为营销经理实施营销策略（尤其是通过心理层面上的品牌象征价值建立品牌忠诚度的细分和定位策略）提供信息来源。关键字：品牌个性一致性，价值，信任，GSCA

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号